This article defines social media marketing and describes how marketers can take advantage of the new media. It also provides an explanation of the importance of social media content and researching social media platforms, discusses how to measure the success of social media, and provides a discussion of how social media does not replace traditional media but works with traditional forms of media by extending marketing efforts.

If you're like most people, social media is an amazing puzzle of possibility. Between Facebook, Twitter, LinkedIn and the bevy of other sites available as a means to connect, it can leave one wondering, why in the world should I get online?

Social networking gives people a powerful opportunity to get in front of big audiences in a short amount of time. With that kind of access to so many people, you find yourself facing new opportunities to attract ideally matched clients. In order to make this work using social media, you must have a clear plan.

For any kind of success with social media marketing today, the focus is all on boosting your product's recommend-ability.You need to know very clearly why your current customers bought your product (or service) and the benefit they're getting from it. This requires a different kind of listening on social networks.

What is the price of your product or service? How did you come up with that number?On a blog, or in pictures on Facebook, or a video on YouTube, you can explain a fuller, richer story about your product or service. In your own words, just exactly how you would like to present it.

When people measure the return on investment for social media marketing they are looking at the wrong thing. They are looking at sales numbers and a return on money and time spent. That is not what social networking was designed for. It is like baking a cake in a tupperware storage container. Beyond a sticky, stuck-on mess, you've now ruined two separate assets that had plenty of value on their own.

Social media is best used to build relationships. You answer the ideal customer's specific problem or tickle that one person's sense of humor and you'll find that others will enjoy the benefit and come to know you as an expert in that area.

The reason hype works is because of the feelings that are generated with hype. There's excitement in the spokesperson's voice, enthusiasm and energy. There's the hope that whatever is presented really IS the solution to every problem on the planet.